data: business intelligence chapter 6 mcgraw-hill/irwin copyright © 2013 by the mcgraw-hill...
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Data: Business
Intelligence
Chapter 6
McGraw-Hill/Irwin Copyright © 2013 by The McGraw-Hill Companies, Inc. All rights reserved.
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CHAPTER OVERVIEW
• SECTION 6.1 – Data, Information, Databases The Business Benefits of High-Quality Information Storing Information Using a Relational Database
Management System Using a Relational Database for Business
Advantages Driving Websites with Data
• SECTION 6.2 – Business Intelligence The Business Benefits of Data Warehousing Performing Business Analysis with Data Marts Uncovering Trends and Patterns with Data Mining Supporting Decisions with Business Intelligence
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SECTION 6.1
DATA, INFORMATION, AND DATABASES
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LEARNING OUTCOMES
1. Explain the four primary traits that determine the value of information
2. Describe a database, a database management system, and the relational database model
3. Identify the business advantages of a relational database
4. Explain the business benefits of a data-driven website
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THE BUSINESS BENEFITS OF HIGH-QUALITY INFORMATION
• Information is everywhere in an organization
• Employees must be able to obtain and analyze the many different levels, formats, and granularities of organizational information to make decisions
• Successfully collecting, compiling, sorting, and analyzing information can provide tremendous insight into how an organization is performing
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THE BUSINESS BENEFITS OF HIGH-QUALITY INFORMATION
Levels, Formats, and Granularities of Information
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Information Type: Transactional and
Analytical
•Transactional information – Encompasses all of the information contained within a single business process or unit of work, and its primary purpose is to support the performing of daily operational tasks
•Analytical information – Encompasses all organizational information, and its primary purpose is to support the performing of managerial analysis tasks
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Information Type: Transactional and
Analytical
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Information Timeliness
• Timeliness is an aspect of information that depends on the situation Real-time information – Immediate,
up-to-date information Real-time system – Provides real-time
information in response to requests
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Information Quality
• Business decisions are only as good as the quality of the information used to make the decisions
• You never want to find yourself using technology to help you make a bad decision faster
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Information Quality
• Characteristics of High-quality Information Accurate Complete Consistent Unique Timely
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Information Quality
Low Quality Information Example
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Understanding the Costs of Using Low-Quality Information
• The four primary sources of low-quality information include
1. Customers intentionally enter inaccurate information to protect their privacy
2. Different entry standards and formats
3. Operators enter abbreviated or erroneous information by accident or to save time
4. Third party and external information contains inconsistencies, inaccuracies, and errors
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Understanding the Costs of Using Low-Quality Information
• Potential business effects resulting from low-quality information include Inability to accurately track customers Difficulty identifying valuable customers Inability to identify selling opportunities Marketing to nonexistent customers Difficulty tracking revenue Inability to build strong customer
relationships
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Understanding the Benefits of Good Information
• High-quality information can significantly improve the chances of making a good decision
• Good decisions can directly impact an organization's bottom line
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STORING INFORMATION IN A RELATIONAL DATABASE
• Information is everywhere in an organization
• Information is stored in databases
Database – maintains information about various types of objects (inventory), events (transactions), people (employees), and places (warehouses)
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STORING INFORMATION IN A RELATIONAL DATABASE
• Database management systems (DBMS) – Allows users to create, read, update, and delete data in a relational database
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STORING INFORMATION IN A RELATIONAL DATABASE • Data element – The smallest or
basic unit of information
• Data model – Logical data structures that detail the relationships among data elements using graphics or pictures
• Metadata – Provides details about data
• Data dictionary – Compiles all of the metadata about the data elements in the data model
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Storing Data Elements in Entities and Attributes
• Entity – A person, place, thing, transaction, or event about which information is stored
The rows in a table contain entities
• Attribute (field, column) – The data elements associated with an entity
The columns in each table contain the attributes
• Record – A collection of related data elements
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Creating Relationships Through Keys
• Primary keys and foreign keys identify the various entities (tables) in the database Primary key – A field (or group
of fields) that uniquely identifies a given entity in a table
Foreign key – A primary key of one table that appears an attribute in another table and acts to provide a logical relationship among the two tables
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USING A RELATIONAL DATABASE FOR BUSINESS
ADVANTAGES
• Database advantages from a business perspective include Increased flexibility Increased scalability and
performance Reduced information
redundancy Increased information integrity
(quality) Increased information security
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Increased Flexibility
• A well-designed database should Handle changes quickly and easily Provide users with different views Have only one physical view
o Physical view – Deals with the physical storage of information on a storage device
Have multiple logical viewso Logical view – Focuses on how
individual users logically access information to meet their own particular business needs
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Increased Scalability and Performance
• A database must scale to meet increased demand, while maintaining acceptable performance levels Scalability – Refers to how
well a system can adapt to increased demands
Performance – Measures how quickly a system performs a certain process or transaction
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Reduced Data Redundancy
• Databases reduce data redundancy
Data redundancy – The duplication of data or storing the same information in multiple places
• Inconsistency is one of the primary problems with redundant information
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Increase Information Integrity (Quality)
• Information integrity – measures the quality of information
• Integrity constraint – rules that help ensure the quality of information
Relational integrity constraint
Business-critical integrity constraint
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Increased Information Security
• Information is an organizational asset and must be protected
• Databases offer several security features
Password – Provides authentication of the user
Access level – Determines who has access to the different types of information
Access control – Determines types of user access, such as read-only access
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DRIVING WEBSITES WITH DATA
• Data-driven websites – An interactive website kept constantly updated and relevant to the needs of its customers using a database
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DRIVING WEBSITES WITH DATA
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DRIVING WEBSITES WITH DATA
• Data-driven website advantages
Easy to manage content
Easy to store large amounts of data
Easy to eliminate human errors
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DRIVING WEBSITES WITH DATA
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SECTION 6.2
BUSINESS INTELLIGENCE
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LEARNING OUTCOMES
5. Define a data warehouse and provide a few reasons it can make a manager more effective
6. Explain ETL and the role of a data mart in business
7. Define data mining and explain the three common forms for mining structured and unstructured data
8. Identify the advantages of using business intelligence to support managerial decision making
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THE BUSINESS BENEFITS OF DATA WAREHOUSING
• Data warehouses extend the transformation of data into information
• In the 1990s, executives became less concerned with the day-to-day business operations and more concerned with overall business functions
• The data warehouse provided the ability to support decision making without disrupting the day-to-day operations
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THE BUSINESS BENEFITS OF DATA WAREHOUSING
• Data warehouse – A logical collection of information – gathered from many different operational databases – that supports business analysis activities and decision-making tasks
• The primary purpose of a data warehouse is to aggregate information throughout an organization into a single repository for decision-making purposes
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PERFORMING BUSINESS ANALYSIS WITH DATA MARTS
• Extraction, transformation, and loading (ETL) – A process that extracts information from internal and external databases, transforms the information using a common set of enterprise definitions, and loads the information into a data warehouse
• Data mart – Contains a subset of data warehouse information
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PERFORMING BUSINESS ANALYSIS WITH DATA MARTS
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Multidimensional Analysis
• Databases contain information in a series of two-dimensional tables
• In a data warehouse and data mart, information is multidimensional; it contains layers of columns and rows Dimension – A particular attribute of
information
Cube – Common term for the representation of multidimensional information
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Multidimensional Analysis
Cubes of Information
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Information Cleansing or Scrubbing
• An organization must maintain high-quality data in the data warehouse
• Information cleansing or scrubbing – A process that weeds out and fixes or discards inconsistent, incorrect, or incomplete information
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Information Cleansing or Scrubbing
Contact Information in an Operational System
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Information Cleansing or Scrubbing
Standardizing Customer Name from Operational Systems
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Information Cleansing or Scrubbing
Information Cleansing Example
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Information Cleansing or Scrubbing
Cost of Accurate and Complete Information
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UNCOVERING TRENDS AND PATTERNS WITH DATA MINING
• Data mining – The process of analyzing data to extract information not offered by the raw data alone
• Data-mining tools – use a variety of techniques to find patterns and relationships in large volumes of information
Classification
Estimation
Affinity grouping
Clustering
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UNCOVERING TRENDS AND PATTERNS WITH DATA MINING
• Structured data – Data already in a database or a spreadsheet
• Unstructured data – Data does not exist in a fixed location and can include text documents, PDFs, voice messages, emails
• Text mining – Analyzes unstructured data to find trends and patterns in words and sentences
• Web mining – Analyzes unstructured data associated with websites to identify consumer behavior and website navigation
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UNCOVERING TRENDS AND PATTERNS WITH DATA MINING
• Common forms of data-mining analysis capabilities include
Cluster analysis Association detection Statistical analysis
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Cluster Analysis
• Cluster analysis – A technique used to divide an information set into mutually exclusive groups such that the members of each group are as close together as possible to one another and the different groups are as far apart as possible
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Association Detection
• Association detection – Reveals the relationship between variables along with the nature and frequency of the relationships
Market basket analysis
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Statistical Analysis
• Statistical analysis – Performs such functions as information correlations, distributions, calculations, and variance analysis
Forecast – Predictions made on the basis of time-series information
Time-series information – Time-stamped information collected at a particular frequency
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The Problem:Data Rich, Information
Poor• Businesses face a data
explosion as digital images, email in-boxes, and broadband connections doubles by 2010
• The amount of data generated is doubling every year
• Some believe it will soon double monthly
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The Solution: Business Intelligence
• Improving the quality of business decisions has a direct impact on costs and revenue
• BI enables business users to receive data for analysis that is: Reliable Consistent Understandable Easily manipulated
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The Solution: Business Intelligence
BI Can Answer Tough Questions